Financial Planning Association
Campaign : Everyone Deserves a CFP
Work : Strategy, Creative and Media Buying
Looking to dispel the myth that financial planners and advice are only for people of a high-wealth status, The Financial Planning Association launched their “Everyone Deserves a CFP” campaign with the help of Ikon Sydney. Using everyday people in the campaign to showcase how financial planners helped them with their financial goals changed the perception of financial planners being inaccessible for the target market.
Repositioning financial planners as financial guardians allowed The Financial Planning Association to tap into a demographic previously wary of such institutions using their emotional response to become relatable and personable. Metro and regional press was utilised for the campaign, as well as OOH digital and static placements.